Google's Keyword Planner, also known as Keyword Planner, is the free tool needed to start any SEO or SEM project. Although there are alternatives that can complement the work of this tool (Semrush's Ubersuggest or Keyword Magic Tool), Google's keyword planner is free, and its working is easy.

How to use the Google keyword planner?

To carry out a keyword study, regardless of its depth, the use of a keyword planner will be necessary.

Access to the Google tool is free, but you must create an account in Google Adwords (Google Ads). Once inside, you can choose between the option Search for new keywords or Check the volume of searches and forecasts.

When do we search for new keywords?

You can use the search function for new keywords in the following cases:

1. Keywords from general topics

You will use this option when you have as a reference some generic topics, and you want to investigate with what keywords they are positioning themselves or what search terms are used. Look at average monthly searches and keyword competitiveness to identify low-competition, high-search keyword opportunities.

2. To get new keyword ideas

If you have one or more target keywords, but you need to get related keywords, you will also use this option. For example, if you are going to create an article for a blog, it is not recommended that you use the same keyword throughout the entire text. The planner will help you find similar terms for your content.

3. To observe with which keywords a domain is positioned

The free google keyword planner will allow you to find what terms a specific website ranks within Google search results. Even so, it will not show you in which Google position that website appears, for that there are other tools (most of them paid).

When performing the search, the keyword tool orders by default the words by similarity concerning the ones you have entered. You can prefer to sort the terms that are most useful to you (search average or competitiveness, for example).

When do we check search volume and forecasts?

The other option that the tool gives us is the query of search volume data and forecasts for a specific group of keywords.

This option is often used to compare a list of specific keywords. Sometimes, the client may have provided you with a group of target keywords or be very clear about the keywords you want to work on. In this case, you will look for which keyword stands out above the rest or which word has less competition.

Even if a keyword has a higher search volume, its prioritization is not always recommended. Sometimes, finding keywords with lower search volume (never less than 10) and less competition can be an opportunity for your project.

Forecast and search volume query example

Continuing with the same theme of the previous example, let's imagine that we are clear about the keywords that we want to work on, and we want to know the average and the search forecasts.

In the Forecasts tab, you can find the clicks, cost, and CTR forecasts. This information is essential to know how those keywords would behave in your Google Adwords Keyword Planner campaigns.

The Metrics History tab will provide you with the trend of search volume by month, the average searches, and the competitiveness of the terms you have entered.

When to use the Google keyword planner?

It never hurts to check the search volume and competition of a word in question, but it becomes a mandatory step in the following cases:

1. Work on the SEO of a website

To achieve a good SEO web positioning, it is advisable to work on the H1, H2 titles, and meta descriptions. In all of them, the keywords detected in a keyword study must appear.

2. Content creation

When creating an article, writing product descriptions, or writing content for a website; it is also necessary to use the Google keyword planner. Only by using keywords with a good search average will you can position content in search engines.

The keywords you use should not always have a very high search volume, if you work in a specific market niche, the search average will be lower. Even so, it does not mean that you should not use those keywords or that you should look for others.

3. Creation of a campaign in Google Adwords

If you are going to create a campaign in Google Adwords (currently known as Google Ads), a prior keyword study will be necessary.

Google Adwords search campaigns work from the search terms that users use. To detect which words users use (long-tail or short-tail keywords), can create campaigns in adword google keyword planner, the Google keyword planner will be necessary.

Some useful Keyword Planner filters

• Keyword text: It allows us to indicate to the platform the term that we want to always be included in the keyword or, on the contrary, never to combine it. For example, if we only want to search for keywords that contain "shoes" and do not want it to include "sandals."

• Average monthly searches: If, for example, we only want to search for keywords with many monthly searches greater than or equal to 800, we will put "=800" if, on the contrary, we want keywords with many monthly searches less than or equal to 10,000 we will put = 10000.

• Bid at the top of the page (High or Low): This is an estimate of the bid cost per click (CPC) required for your ad to appear at the top of the first page (the first 4 positions) search results when exactly that keyword is used in a search. It is an estimate and not a guarantee ... so do not trust 100% because it could vary depending on hundreds of factors (the moment in which the search is carried out, the location, the device ...).

• Competitiveness: It allows us to classify keywords with a "High", "Medium" or "Low" level of competitiveness. It is a very "fuzzy" measure in my opinion and I think Google should go back to giving exact numbers as it did in previous versions of the Keyword Planner.

Conclusion:

Mastering Google Keyword Planner can significantly enhance your online presence and digital marketing efforts. By following this mini guide, you've learned how to access and leverage this tool effectively to uncover valuable keywords for your campaigns.

Remember, keyword research is an ongoing process. Continuously monitor and adapt your keyword strategy to stay competitive and relevant in the ever-evolving online landscape. With Google Keyword Planner as your ally, you have a powerful tool at your disposal to help you reach your target audience, boost your SEO, and ultimately achieve your online goals.